How Many Swipes Does It Take to Get to the Center of a Mobile Checkout Process?
Posted by Alex Samuely on Nov 2, 2017
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Answer: Still too many. Despite the fact that brands have reduced the number of form fields required to complete a mobile checkout experience by 20% since 2016, the average still hovers at 16 form fields. In a mobile-centric world where consumers have access to technology that enables them to snap a photo of their credit cards and populate many of the payment fields (as seen in apps like Uber), this number should be considerably lower.
Mobile checkout experiences should emulate ergonomic keyboards – meaning users are able to type with one hand. By employing one-hand ergonomics for their mobile checkout processes, brands can ensure that consumers are able to take their purchases across the finish line with just a few swipes of their finger or scans of their device. Requiring shoppers to manually type their shipping and payment information into 16 or more form fields is a recipe for high levels of cart abandonment, especially when faced with consumers’ dwindling attention spans and reluctance to battle with potentially small form fields and/or uncooperative mobile keyboards.
The solution to ensuring that mobile purchase rates stay steady—and potentially increase—is the inverse of the number of licks it takes to get to the center of a Tootsie Pop. In other words, as little as possible. This can be done by leveraging technologies that allow customers to take a photo of their credit cards to populate their payment details and prompting existing customers to log into their accounts and circumvent re-filling in their shipping information. Additionally, brands should enable numeric keyboards to pop up when asking mobile users to input any phone numbers or similar information, making it easier to complete the field using one hand.
After all, no one wants to maneuver through a minefield of obstacles during a checkout experience. There are mobile games for that.
For more insights, download your complimentary copy of the 2017 Mobile Retail Report: www.newstore.com/mobile-retail-report.
